亚马逊卖家被移热销损失20万美金幕后黑手

09月12日程桂良

大家好,我是中国更接地气的跨境电商专业研究所「跨境二米show」所长兼总编阿米。

这是跨境二米Show第88篇文章。

今天所长在米国给大家讲前几天在美国热爆的新闻:

第88篇CNBC:亚马逊卖家被坑移除热销损失20万美金幕后黑手竟是它?

前几天基友王胖子在其公众号发起了一个号召「投名状之恶意品牌侵权投诉」见下图。

这事在跨境电商旺季启航前又再度在中国卖家中激起千层浪花。

王胖子说了很多,大概意思我归纳总结一下:

「看着亚马逊的一路蓬勃发展,从蓝海到红海到现在的血海,感慨万千,如今的亚马逊灰色地带充斥各种让专心做卖家的基友们每天疲于奔命应付各种不可思议无处不在的「非技术攻击」:刷单成风,差评如潮,虚假测评,低价跟卖,盗号卷钱,恶意欺诈,打压同行,买家投诉,违规变体,品牌侵权等等。这还不算。

最近一段时间,隐藏在阴影中的黑手又使出了让「品牌卖家」欲哭无泪的招数:恶意品牌侵权投诉。

所谓的恶意品牌侵权投诉指的是阴影中的黑手,冒充的“品牌持有人”向亚马逊投诉品牌侵权,亚马逊暂停你的销售权后等你申诉并审查,然后拥有R标和备案的品牌卖家反复因为店铺因为遭遇“自己的品牌持有人”投诉侵权而移除销售权接受审查而疲劳奔命,店面账号暂停销售造成的各种直接经济损失不说,恶意攻击貌似还没办法根绝。」

王胖子因此发了个号召希望中国的卖家们一起给亚马逊的贝索斯.姐夫发函,集体抗议投诉请求亚马逊正视这个问题。

这里首先得表扬王胖子,沉默的羔羊逼急了顶你的腰也是很疼的。

我先不说我的评价。

我倒是很想跟大家分享分析久在4天前,美国媒体CNBC爆出的一则有关黑手利用亚马逊平台游戏规则虚假恶意竞争的新闻。

CNBC:亚马逊卖家被坑移除热销损失20万美金幕后黑手竟是它?

下文为全文转载自CNBC,这里仅把此新闻素材做英文翻译学术研究,不代表本人、本公众号言论或任何立场。如有错漏,请联系本人rice_cheng@foxmail.com进行编译,更多问题请联系CNBC。

本文原出处:

https://www.cnbc.com/2017/09/07/amazon-was-tricked-by-fake-law-firm-into-removing-toothbrush-head.html

本文发布于:

Published 12:32 PM ET Thu,7 Sept 2017| Updated 6:45 PM ET Thu,7 Sept 2017,CNBC.com

本文原作者:

Eugene Kim| @eugenekim222「这个作者背后有故事,下文跟大家讲」

Amazon was tricked by a fake law firm into removing a hot product,costing this seller$200,000

亚马逊卖家被坑,移除热销产品,损失20万美金,背后竟是虚假法律事务所?

An Amazon merchant said his hottest product was kicked off Amazon because of a complaint made by a fake law firm.

一个亚马逊的卖家声称,他最热销的产品被亚马逊移除销售,原因竟是因为一个虚假的法律事务所的投诉。

The seller put in an appeal last month but couldnt get it resolved until Tuesday,after losing about$200,000 in sales.

这个卖家在上个月向亚马逊发出上诉要求裁决,但直到本周二(即9月5日)还没得到解决,卖家因此损失了约20万美金。

Experts say Amazon is notorious for not properly vetting seller complaints.

专家们称亚马逊一直都因为没及时合理处理卖家投诉而名声欠缺。

Shortly before Amazon Prime Day in July,the owner of the Brushes4Less store on Amazons marketplace received a suspension notice for his best-selling product,a toothbrush head replacement.

在亚马逊7月的Prime Day会员日过后没多久,Brushes4Less品牌的所有者在亚马逊平台收到了暂停其最热销产品替换牙刷头平台销售的通知。

The email that landed in his inbox said the product was being delisted from the site because of an intellectual property violation.In order to resolve the matter and get the product reinstated,the owner would have to contact the law firm that filed the complaint.

But there was one problem:the firm didnt exist.

亚马逊的邮件称,他的这个产品之所以被从亚马逊网站上移除,是因为一宗知识产权侵权指控。

Brushes4Less was given the contact information for an entity named Wesley&McCain in Pittsburgh.The website wesleymccain.com has profiles for five lawyers.A Google image search shows that all five actually work for the law firm Brydon,Swearengen&England in Jefferson City,Missouri.

Brushes4Less被告示了一家来自美国匹兹堡Pittsburgh的名为Wesley&McCain的法律事务所的联系方式。这家律所的网站wesleymccain.com的资料显示其拥有5名律师。然而稍后从谷歌的图片搜索中显示,这五名律师其实是服务于一家在密苏里州杰佛逊市名为Brydon,Swearengen&England的法律事务所。

The phone number for Wesley&McCain doesnt work while the address belongs to a firm in Pittsburgh called Robb Leonard Mulvihill.The person who supposedly filed the complaint is not registered to practice law in Pennsylvania.One section on Wesley&McCains site stole language from the website of the Colby Law Office.

来自这个Wesley&McCain法律事务所的电话实际上并不能使用,且其显示的所在地址实际上是属于一家位于匹茨堡的名为Robb Leonard Mulvihill的公司。

这家公司的员工并没有在宾夕法尼亚洲注册进行法律事务的权力,它仅允许进行投诉的整理。这家名为Wesley&McCains的网站的内容中其中一个页面内容则是从一个名为Colby Law Office中盗取。

The owner of Brushes4Less agreed to tell his story to CNBC but asked that we not use his name out of concern for his privacy.As far as he can tell,and based on what CNBC could confirm,Amazon was duped into shutting down the sellers key product days before the sites busiest shopping event ever.

Brushes4Less的拥有者同意跟CNBC去讲诉他的故事,但是因个人隐私问题要求我们不能显示他的真实姓名。在他能够阐述的及CNBC能证实的内容内,使得这个卖家在亚马逊最繁忙的购物节的前关停了卖家的核心产品销售。

"Just five minutes of detective work would have found this website is a fraud,but Amazon doesnt seem to want to do any of that,"the owner said. "This is like the Wild Wild West of intellectual property complaints."

“只需要5分钟的侦察工作就能发现这是一个虚假网站,但是看上去亚马逊并没打算做这个事情”,据Brushes4Less的拥有者说,“这看上去像是用Wild Wild West西部原野的混乱方式处理知识产权投诉”

Brushes4Less is just one small business among millions that use Amazons massive global operation to reach customers.But as the marketplace has grown to account for more than half of all goods sold on the site and as Amazon has expanded its dominance across online commerce,seller complaints have multiplied.

Brushes4Less是有数以百万使用亚马逊全球运营体系服务消费者的众多小型企业之一。但是一方面亚马逊的线上电商商场迅速增长,有一半的其销售的产品来自这些卖家,亚马逊继续扩大其线上电商的支配领域,另一方面,卖家投诉也在增长。

Hot items are booted and innocent sellers are suspended,victims of malicious complaints that some experts suspect are coming from rival sellers masquerading as lawyers.Just ahead of last years Black Friday and Cyber Monday rush,a number of Samsung device sellers were suspended due to mistaken claims of infringement.And sellers of hot brands ranging from Nike to Michael Kors say theyve received violation claims and suspension notices even if theyre buying inventory from legitimate distributors.

热销产品被踢下架,无辜的卖家被暂停销售,实际上是竞争卖家伪装的律师假扮的部分专家怀疑投诉造成的恶意投诉受害者。就在去年底「Black Friday」“黑五”和「Cyber Monday」“ 网络星期一”狂潮中,相当多的三星设备卖家却因为一个错误的侵权投诉被暂停销售。从NIKE到Michael Kors这样热销品牌的卖家们声称即使他们从合法的分销商中购买库存进行销售都会被恶意投诉并暂定销售。

"Virtually any person can push the right buttons to get Amazons attention for particular issues,"said Paul Dworianyn,founder of Dynamic Tech Solutions,which helps brands on the site.

“事实上任何人都能通过合适的方式引起亚马逊在一些个案问题上的重视”,旨在帮助品牌上在亚马逊销售的Dynamic Tech Solutions的创始人Paul Dworianyn分析说。

During the course of our reporting,CNBC heard of numerous cases in which complaints were made by a competitor or a third-party law firm with bogus contact information.One seller of Keurig coffee pods was recently reinstated on Amazon after being suspended due to a fake complaint filed by a competitor,Dworianyn said.

在我们的整个报道的系列中,CNBC听到了不少有关因竞争对手或者虚假联系方式的第三方法律事务所造成的投诉。按Dworianyn的说法,一个Keurig咖啡包的卖家因为一个来自竞争对手的虚假投诉停止了销售权最近才被恢复亚马逊的销售。

The owner of Brushes4Less said he generates about$2 million in annual sales on Amazon.In addition to electronic toothbrush heads,his storefront features brushes for cleaning auto parts as well as wine tote bags,a camera lens and a set of microfiber towels.

Brushes4Less的所有者称他每年在亚马逊上大约能做2百万美金的销售。除了电动牙刷刷头,他的店还卖清洁电动牙刷电机的清洁刷,红酒袋,相机镜头和套装的微纤维毛巾等产品。

He said the issue with Amazon was finally resolved on Tuesday after two months of waiting.Losing his best-selling item— a particular type of toothbrush replacement head— resulted in at least$200,000 in lost sales,he estimates.During that time,his inventory was in Amazons fulfillment center and inaccessible.

他说这个亚马逊的问题终于等候2个月,在周二解决了。但是,他失去了他的热销产品,一款独特的电动牙刷替换刷头。按他的估计,这次的结果是最少20万美金损失。而在被暂停销售期间,他的产品只能被存放在亚马逊物流中心且不能做任何处理。

The Brushes4Less owner suspects the complaint was filed by a competitor and isnt even sure of the specific alleged violation.He hired an intellectual property law firm,which attempted to reach the complainant five times from July 21 to Aug.3.

Brushes4Less的拥有者怀疑投诉是来自一个竞争对手,甚至对方可能连具体违反了什么犯规都不清楚。他后来请了一家专门处理知识产权的法律事务所跟进时间,律师们从7月21日到8月3日连续5次试图联系投诉者却未果。

"Due to the complainants failure to respond to our attorneys attempts at contact(or even confirm receipt),we believe these complaints are baseless and were filed in bad faith,"the Brushes4Less owner wrote in a memo to Amazon.

“基于我们的律师多次尝试联系原告未果甚至连咨询回执都不回复,我们认为这些投诉是无根据的且是恶意的。”Brushes4Less的所有者在至亚马逊的备忘中写道。

Amazon didnt provide a comment on the Brushes4Less incident.The company emailed the following statement to CNBC:

亚马逊并没有对Brushes4Less的事故作任何评价,但他们稍候把下面的声明发给了CNBC。

"Fraud is prohibited on Amazon.com.If we discover that bad actors have abused our systems,we work quickly to take action on behalf of our customers,which includes sellers.If a seller believes weve made a decision that requires further review,we encourage them to contact us directly so we can investigate and take the appropriate action."

“欺诈是亚马逊严禁的行为。如果我们发现这些坏演员已经侵犯我们的体系,我们将代表消费者们迅速地采取对应的行动,这也包括我们的卖家们。如果一个卖家认为我们的决定需要更进一步的审视,我们鼓励他们直接联系我们,以便安排调查并采取适当的措施。”

For sellers,Amazon doesnt offer much by way of guidance in resolving IP issues.In the notice sent to Brushes4Less,the company provided little more than the complainants email address,which turned out to be fake.

对于卖家们来说,亚马逊在IP问题的解决方案并没有提供更多的指引。在发给Brushes4Less的通知中,亚马逊提供了仅仅是原告投诉者的邮箱地址,而事实上这个邮箱地址还是虚假的。

Brydon Swearengen said in a statement that it has nothing to do with the hoax and that its images have been stolen.

Brydon Swearengen律师事务所在一份声明中说道,他们对被盗取图片造成的欺诈无可奈何。

"Brydon,Swearengen&England P.C.has no association with theWesley McCainweb site which has misappropriated attorney photographs from our web site,"the firm wrote in an email. "We have brought this matter to the attention of the Missouri Bar and the Pennsylvania Bar Association."

“Brydon,Swearengen&England P.C.跟从我们网站上盗用我们律师们照片的“Wesley McCain’”网站没有任何关联”这家律师事务所在一个邮件中写道,“我们因此事已正式向密苏里州和宾夕法尼亚洲律师协会发出通函提醒。”

CJ Rosenbaum,a lawyer who represents suspended Amazon sellers,is getting used to these types of stories.False claims from sellers with malicious intent have become common,he said,because Amazon offers so little resistance to such trickery.

代表被暂停销售的亚马逊卖家处理案件的律师CJ Rosenbaum目前已经开始习惯这类型的故事。按他的说法,从卖家中而来恶意的虚假指控变得越来越普遍,因为亚马逊对这样的欺诈诡计提供实在是太少的支持或帮助。

"There are so many good sellers who get suspended needlessly,"said Rosenbaum,whos also the author of the"Amazon Law Library,"published last year.

去年出版的“Amazon Law Library”一书的作家Rosenbaum说“太多太多善良的卖家被不必要地停止销售。”

Amazons aggressive suspension practices of late followed an explosion of counterfeit sales in recent years and a series of negative news stories and unflattering lawsuits.

亚马逊对存疑案例的延迟跟进和激进处理造成了近年来爆发的大量虚假销售「AKA刷单」,因此也产生了系列的负面新闻和难堪的法律案件。

Undermines faith“信仰的损毁”

Reinstatement can be a major challenge for sellers facing IP violations.There are so many merchants to replace them that Amazon does almost nothing to help suspended sellers get back up and running,said Chris McCabe,a former Amazon employee who now helps sellers get reinstated and stay compliant.

对卖家来说,IP违规问题正在变成主要挑战。据亚马逊对前雇员如今在帮助卖家恢复销售和合规的Chris McCabe说,因为亚马逊几乎没做任何动作去帮组被暂停销售的卖家恢复销售和运营,有很多的商户正在占领这些卖家的地盘。

"Amazon does little to vet the complaints to make sure they are legitimate,and typically they refer you to the accusing party for any info or resolution,"McCabe said. "Amazon internal teams are overwhelmed with these complaints and are very slow to react to fake submissions."

“亚马逊只为了自己的合规合规而面对投诉指控做很少的调查动作,他们往往会把你指引给指控的第三方或者自行解决问题。”McCabe说道,“亚马逊的内部团队早已被这些投诉指控搞得疲惫不堪,所以对于这样的虚假陈词反应动作非常慢”

McCabe said Amazon has recently beefed up its appeals team to combat these types of problems.Still,while the time to get complaints overturned has sped up,false submissions still come in on a daily basis,he said.

McCabe说,亚马逊最近增强了他们应对投诉团队来应付这类型的问题。按他的说法,然而即使当推翻投诉的时间越来越短的同时,虚假陈述仍然每天最少出现一次。

Amazons business has yet to suffer from its marketplace chaos.Sales rose 25 percent last quarter and the stock is up 31 percent in 2017.But the seller problems are putting the companys reputation at risk,McCabe said.

亚马逊的生意还需要忍受他们线上商城中的混乱。2017年上一季度亚马逊的销售增长了25%,其股票价格上升了31%。按McCabe的说法,卖家们的问题让这家公司的名誉蒙上风险。

"If Amazon continues to process brand or buyer complaints as they are now,suspended accounts will continue to spike,"he said. "It undermines faith in the marketplace."

“如果亚马逊继续按现在的方式处理品牌或买家投诉,被暂停销售的账号会继续激增”,McCabe说,“这样会损毁亚马逊在线市场的信仰。”

原文结束

以下是来自所长阿米的评价:

所长要开一日一米一跨境视频哟,你们怎么看?

无论是亚马逊也好,其他平台也罢;无论是刷单也好,虚假指控也罢;无论是虚假评价也好,虚假进出口申报也罢,这些问题几乎存在所有的跨境电商平台,无论是国内或者是海外。

问题其实可能源于一个问题,对虚假交易、指控乃至真的违法侵权问题的法律法规并不能覆盖不同国家地区的不同卖家。

因为跨境电商本身就是一个在最近10年迅速成长并成为各个国家地区都不能忽视的新增长点。无论是对目的国的消费者还是对出口国的卖家,或者是对电商平台和围绕其整个生态建设的各种服务商来说,跨境电商还有太多太多需要进一步进化、优化的点线面体,尤其在不同国家地区真对电子商务立法上的相互协调合作上,就是一件异常困难的事情。

但是,我们不能因为这样的罪行存在就认同它的合法合理。站在这些被虚假交易、虚假指控侵害的卖家的角度,最能解决问题的方法,可能还是从内外两块进行防御和反击。

其一、防御—-不要把鸡蛋放在同一个篮子里面

最近两天小道消息在炒作某个1800人的卖家因为各种或真或假亦真亦假的问题被关停亚马逊欧洲大账号和美国主账号,同时各种炒热点蹭流量的VAT注册服务公司、培训机构为此又自嗨了很多吧,因为就这个八卦新闻圈了不少吃瓜客户。

刷单被关停,被税局盯上关停,被海关盯上关停,根本就不是新闻,何必去嚼被人嚼了五六次的口香糖?

做好防御,除了在亚马逊经营上进一步的合规规范以外,注意多渠道的布局安排,尤其是独立品牌站点,线下多渠道战略的规划,以及不同目标国家的本土自营或联营或雇佣运营团队的建设,是中大型卖家不得不面对的工作。

尤其是目前大家所面对的风险不仅来自亚马逊,还有更多场外的例如汇率变动、不可抗力如飓风等因素等影响,跨境电商已经跟跨国商贸越来越像,或者说,他们本身就是一题的。

其二:反击——拿起法律武器坚决向一切挑衅搞事的恶势力开战

上面讲到跨境电商和跨国商贸其实是一家人,那么所长在2008年做全球品牌连锁加盟时干的一件事情,尤其值得大家参考。

我们当时是拿下一个拥有12亿用户的品牌全球代理,我们从2008年到2013年间,先后在全球几乎70%的国家及地区注册了我们品牌旗下的几乎所有的相关品类的商标及专利。因为,跨境电商的外观专利陷阱和设计专利陷阱,你们还没踩够嘛?

抢我碗里肉者,虽远必诛!

插花:

对了,上文的这个作者貌似一直对亚马逊很不爽,你看他写了多少批评亚马逊的文章?

此为亿邦专栏作者文章,如要转载请签订内容转载协议,联系run@ebrun.com

【亿邦App】每天都有电商热点事件等你讨论


来源:亿邦动力网

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